http://localhost:8282/xmlui/handle/123456789/4 Thesis/Articles 2026-05-01T15:58:32Z http://localhost:8282/xmlui/handle/123456789/675 Title: Brand trust and engagement in social commerce Authors: Ajimon George, Ajay Joseph, Dr. Mathew Abraham, Eric Thomas Joseph Abstract: With the surge in social media (SM) users around the world, the scope of social commerce (SC) in brand engagement is a prominent area of discussion. The present study empirically investigates the effect of social commerce construct (SCC), multi-dimensional constructs of social presence theory (SPT) and consumer generated con tent (CGC) on brand trust and brand engagement in SC platforms. An online survey was conducted among 625 Indian consumers who had made more than one purchase using SC platforms in the previous 6 months. Structural equation modelling technique was employed for testing the hypotheses and conceptual model. The results suggest that each element of SCC, SPT and CGC positively contributes to brand trust and engagement. Further, the study provides insight into brand trust and brand engage ment in SM, which prompts brand usage intention of the consumers. The insights can be used by managers to create long-term customer relationship management action plans that emphasize brand trust and engagement. 2023-04-01T00:00:00Z http://localhost:8282/xmlui/handle/123456789/642 Title: Effect of Gamification on Teaching-Learning Process: A Descriptive Study Authors: Boney Bose, Yohan Philip, Ajay Joseph , Dr Mathew Abraham Abstract: Nowadays, education is going through a moment of methodological transformation. One of the active methodologies with excellent projection within the educational field is gamification. However, there is still a lack of awareness among educators about the acceptable implementation of the technique of gamification. This study analysed the effect of the gamification approach in teaching and learning, which covers students’ benefits, especially understanding level, engagement level, motivating factor, the significance of gamification as an assessment tool and also the barriers to using gamification. The research design was descriptive research with a sample of 509 from two developing and academically advancing countries, India and Malaysia, which includes teachers, research scholars, and students. Data is being collected with a questionnaire. The study findings reveal that gamification can be a useful tool for teaching and learning and can increase learner’s motivation and turn learning into an enjoyable process. We also find that gamified learning interventions have a positive impact on student learning. These findings will be of practical interest to teaching and learning practitioners working in a range of educational contexts; and at all levels of education; who wish to increase student engagement and enhance learning. The study also finds that gamification still has some barriers to implementation and acceptance all around, especially among age groups above 50. 2024-01-01T00:00:00Z http://localhost:8282/xmlui/handle/123456789/609 Title: Discontinuance Intention of Online Shoppers Due to Techno Stress: An S-O-R Perspective Authors: Dr. Mathew Abraham, Ajay Joseph, Gireesh Kumar, Akhil MA Abstract: Mobile applications have gained a high proliferation due to the advent of smart phones in the market at a lower cost. Despite the increasing popularity of mobile applications in business, a pattern of clients quitting these applications has emerged in recent years. With the use of the Stimulus Organism Response (SOR) Model from the field of environmental psychology, this study focuses on user abandonment of shopping apps. Four important environmental stimuli factors viz. complexity, uncertainty, invasion, and information overload were compared with two important internal states of the organism i.e., techno-stress and online shopping exhaustion; thereby leading to the response of discontinuance intentions. Confirmatory factor analysis was used to ensure that the constructs were legitimate, and structural equation modelling was used to test and validate the hypothesized model. The findings revealed that all stimulus elements had a beneficial impact on the interior states of the organism, and that these internal states also had a good impact on the intention to discontinue shopping online. Information overload was the most influential factor of techno-stress and invasion was the most persuasive factor of online shopping exhaustion. Among the two internal states, techno-stress had more impact on the intentions to discontinue. The major contributions of this study have substantial real-world inferences for corporate establishments and decision-makers, in terms of the development of strategies for operative applications. 2021-07-01T00:00:00Z http://localhost:8282/xmlui/handle/123456789/574 Title: The linkage between the Indian Entrepreneurship index and economic development. Innovation and Entrepreneurship – Need of the Day Authors: Dr. Marvin Sabu Abstract: The study has empirically investigated the linkage between the Global Entrepreneurship Index (GEI) with economic growth indicators of the Human Development Index (HDI) and Gross Domestic Product (GDP) during the period from 2006 to 2019. The study found evidence for cointegration between Global Entrepreneurship Index (GEI) and Human Development Index (HDI) by employing Engle and Granger cointegration test. The finding reinstates that entrepreneurship education can foster the economic development of India. 2023-01-01T00:00:00Z